International Journal of Agriculture Extension and Social Development

author(s)
Guntukogula Pattabhi Sandeep, Lakshmi Muralikrishna, Sundaresan Ganesamoorthi and Kodagavallihatti Palaiah Raghuprasad

abstract
Digitalization has become a transformative force across various sectors, including agriculture, by revolutionizing communication and service delivery. This study focuses on the implementation of digital agricultural communication and services among agri-input dealers in Telangana, India. Through a strategic sampling approach encompassing diverse agricultural settings, the study identified and analyzed constraints faced by input dealers in adopting digital technologies. The research employed the Garrett ranking method to rank the identified constraints, providing valuable insights into personnel, technological, economic, and situational challenges. Results indicate that input dealers encounter significant personnel constraints, including poor knowledge of stakeholders, difficulty in handling digital content, and lack of confidence in using digital tools. Technological constraints, such as restricted availability of agricultural services in digital formats and the complexity of digital tools, further impede their adoption of digital communication. Economic challenges, such as high costs associated with purchasing digital gadgets and telecommunication services, pose additional barriers. Situational constraints, including non-availability of repair services for digital gadgets and insufficient training, exacerbate the challenges faced by input dealers. To address these constraints, the study proposes various strategies, including comprehensive training programs, financial incentives, and simplified digital interfaces. Efforts to enhance content accessibility, improve network reliability, and promote stakeholder participation are also recommended. By implementing these strategies, input dealers can optimize their utilization of digital agricultural communication and services, leading to enhanced efficiency, improved decision-making, and better customer support.